Dentsu Expands Partnership With AWS To Scale GenAI Capabilities
Dentsu declared that it has expanded its partnership with Amazon Web Services (AWS) by implementing two essential services. This move will enable Dentsu to employ generative artificial intelligence (GenAI) at a larger scale, resulting in increased innovation and opportunities for its clientele. Dentsu’s complete enterprise-grade GenAI stack is enhanced by new, unique technologies offered by Amazon Bedrock and Amazon SageMaker. Impactful outcomes are already being produced by Dentsu’s AI strategy, which aims to enable the safe and widespread use of tools across the global business for the development of both client-ready products and operational innovations. Dentsu is producing genuine, responsible results with AI-driven client campaigns already in use and the broad adoption of AI-powered tools to improve workflows, drive efficiency, and unleash creativity.
Innovation Acceleration with GenAI
Dentsu will be able to accelerate innovation for its global workforce of over 72,000 workers by implementing GenAI. Dentsu’s product and engineering teams will be able to implement open-source and third-party models more readily and swiftly thanks to the use of Amazon Bedrock and Amazon SageMaker. Dentsu staff now have access to a wide variety of cutting-edge technologies from the outside, international technology community. Amazon Bedrock is a fully managed service that provides a wide range of tools for creating GenAI applications that adhere to Dentsu’s strict security, privacy, and responsible AI guidelines. It also provides a selection of high-performing foundation models from top AI companies via a single API.
Machine Learning Implementation
Dentsu’s data scientists and developers can quickly and easily create, train, and implement machine learning models at any scale thanks to Amazon SageMaker. It consists of modules for building, training, and deploying models that can be used in tandem or separately. As a result, Dentsu’s client teams have unprecedented access to platforms. It enables them to rapidly innovate and prototype at scale, developing new goods and services that will improve client outcomes. Additionally, it gives Dentsu access to best-in-class features for implementing AWS-exclusive models like Amazon Titan. The model offers a variety of highly effective image, multimodal, and text model options.
During a private preview program with AWS, Dentsu Digital, Japan, spearheaded the use of these new services within Dentsu. The team has collaborated closely with Dentsu colleagues worldwide to swiftly apply GenAI to prototypes and upskill and support staff.
Read More: Dentsu India Appointed As BharatBenz’s Integrated Communication Partner
Here’s what they said
Saturo Yamamoto, Dentsu Digital Inc. Executive Officer in charge of AI, said,
Dentsu has been developing multiple AI solutions on AWS, and we continue this tradition with our latest advanced customer experience enhancement service brand ”∞AI (mugen AI)”, some components of which also leverage AWS infrastructure. We have been actively evaluating methods to harness the potential of Amazon Bedrock immediately following its release, intending to integrate these AI capabilities into our service progressively. We eagerly anticipate continuing to contribute to our clients’ growth and transformation through our products, as we have done so far.
Atul Deo, General Manager, Amazon Bedrock added,
Generative AI is one of the most transformational technologies of our lifetime, significantly impacting productivity and creativity. Using Amazon Bedrock, dentsu established new ways of improving productivity that combine technology with the knowledge of local teams. For example, dentsu is able to easily experiment with and evaluate top foundational models for advertising use cases, privately customizing them with their own data securely. This opens up new opportunities for dentsu to become more efficient and cost-effective, whilst increasing team creativity. We look forward to growing our relationship with dentsu in these next years and supporting the development of generative AI-powered tools that enable customers to boost productivity and power innovation.
Read More: Dentsu and Meta Partner for WhatsApp Business Customer Relationships Solution
Dentsu and Meta Partner for WhatsApp Business Customer Relationships Solution
Dentsu became the first global agency network solution provider for WhatsApp Business, after announcing a global partnership with Meta. For WhatsApp, the company’s encrypted messaging platform, Dentsu will supply customer relationship management solutions. First launching in the UK, the partnership adapts to the changing ways in which consumers interact with brands, allowing businesses to provide more customized services and build stronger relationships with customers. Users of WhatsApp Business will have access control over who can access their accounts, as well as analytics and optimization tools provided by Merkle, Dentsu’s customer experience management subsidiary.
Partnership for customer relationship management solutions
Dentsu and Meta have partnered to drive innovation and experimentation, resulting in significant improvements for their clients. The partnership is based on Dentsu’s three-way satisfaction in business, people, and society activities, or the Sanpo Yoshi principles. Every week, more than 200 million WhatsApp Business users use the platform to create hyper-personal, social, and conversational connections between brands and consumers. Dentsu’s clients will be able to further customize their customer engagement strategies to support their service, commerce, and loyalty experience journeys thanks to this innovative integration. With the help of its media, creative, customer, and data capabilities, Dentsu hopes to drive people-centered transformation and enable end-to-end business messaging solutions.
Read More: Dentsu India Appointed As BharatBenz’s Integrated Communication Partner
Dentsu’s Proprietary Web Platform
Dentsu has developed a proprietary web platform for customers to manage all access to their accounts, allowing for streamlined access to WhatsApp Business. Through its Merkle brand, Dentsu offers an end-to-end managed service that includes creation, analysis, and optimization. By providing seamless customer journeys across media, customer engagement, and service, Dentsu is enabling businesses to capitalize on the enormous engagement and conversion potential of this channel. Through the Meta family of apps, the partnership uses experience and recent developments in AI to jointly develop first-to-market media and brand activation products and solutions.
Here’s what they said
Angela Tangas, UK&I CEO at dentsu said,
Customer-brand communications are in the moment and increasingly conversational. It needs to be easy and brands that embrace conversational experiences will be well-positioned to thrive. Our relationship with Meta is focused on helping brands achieve deeper engagement and value with their current and prospective customers, a critical enabler for growth. Launching a WhatsApp conversational solution, builds on our commitment to creating seamless E2E experiences. This enables brands to establish stronger, more relevant, one-on-one connections with customers, fostering trust and enhancing service experiences in the process.
Derya Matras, Meta VP of Northern Europe Middle East Africa added,
For people and businesses across the world, WhatsApp is a great place to get business done. We’re looking forward to seeing how dentsu brings the power of messaging to its customers around the world so they can accomplish more right within a chat.
Read More: Aalap Desai, Ex-CCO, Dentsu Creative India Launches TGTHR, a full-funnel ad agency
Aalap Desai, Ex-CCO, Dentsu Creative India Launches TGTHR, a full-funnel ad agency
The former chief creative officer of Dentsu Creative West and Dentsu Creative Experience India, Aalap Desai, has established TGTHR (Together). TGTHR is a full-funnel advertising agency. TGTHR, which has its headquarters in Mumbai, has opened offices in Bengaluru and Delhi. According to Desai, TGTHR is a location “where happiness meets creativity to produce extraordinary results.” The action was taken following Aalap’s departure from Dentsu Creative. He presents TGTHR as an environment where joy and creativity come together to create remarkable outcomes. It is driven by the goal of fusing great work with an unmatched culture,
TGTHR- a full-funnel ad agency
The agency released a statement claiming that TGTHR is a creative powerhouse with knowledge in every field. These include digital, film production, mainline (TVC, Print, Outdoor), design, content, and media. With over 12,000 campaigns completed, 550+ international and national awards, and an impressive 110+ years of collective experience in advertising, the agency is a formidable force in the industry.
Aalap Desai’s noteworthy accomplishments
He held positions as co-leader of the creative team at Dentsu Webchutney Mumbai and national creative director at Dentsu McGarry Bowen India during his tenure at Dentsu. His notable projects, Code Name: Uri, The 8-bit Journo for Vice, and The World’s Most Reported Trailer for Thappad, caused quite a stir. Desai has worked for organizations like Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Ambience Publicis over his career. He had a significant impact on the narratives of youth-oriented brands like MTV India and Early Salary. Furthermore, these brands also included well-known ones like McDonald’s, Complan, Huggies, Nerolac, and Videocon D2H.
Read More: Dentsu India Designs Future-Ready Performance Marketing Powerhouse
Over 200 national and international awards, including 10 Cannes Lions and 42 shortlists, have been bestowed upon Aalap for his creative abilities. Brand Equity’s “Hottest Young Creatives” in India in 2014 was among one of his noteworthy accolades. Moreover, he was also listed among Impact Magazine’s “Hottest 30 under 30” Media Creatives in 2015. Among his recent accomplishments are the multiple awards that Mortein’s Suraksha ka Teeka and Vedantu’s The Everything Book campaigns took home at Cannes Lions 2023.
Additionally, Desai writes scripts for TV shows like MTV Sound Trippin’, web series, and feature films. His astute observation has also brought him the opportunity to sit on the juries of prestigious competitions like Spikes Asia, Cannes Lions, and Kyoorious. Furthermore, he has directed short films and advertisements that have taken home and won awards abroad.
Here’s what they said
Aalap Desai said,
The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job. The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive. That’s the idea behind TGTHR. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work.
Read More: Dentsu India Appointed As BharatBenz’s Integrated Communication Partner
Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
The accomplished AVP Investment at Dentsu X, Deepika Bansal, discusses her professional background in the transitioning field of digital marketing. With more than 15 years of experience, she leads us on an exciting journey through the world of advertising.
In this exclusive interview, she discusses embracing changes, emerging technologies, and adaptability from her point of view.
With a career journey spanning different brand categories over the last 15 years, can you tell us more about your trajectory and your experience as the AVP Investment at Dentsu X?
Fortunately, I’ve gained extensive experience across diverse brand categories like FMCG, BFSI, Retail, and e-commerce. Auto, in particular, has been a thrilling space that provided me the chance to work with Dentsu. My journey with Dentsu commenced in 2017, initially focusing on a prestigious Auto client and gradually expanding to handle multiple other key accounts. The experience with Dentsu has been a blend of challenges and enrichment, contributing to both professional and personal growth. Currently, I lead the offline buying vertical for Dentsu X. Embracing change, I’ve diversified into digital, integrated, and influencer marketing campaigns. The team’s dedication is underscored by accolades, with a recent ‘Gold’ at ACEF for the #drivenbysafety campaign, recognized for the most admired social message and best use of Celebrity. Reflecting on these achievements, they not only affirm our work but also inspire us to continue pushing boundaries.
Has your experience in the other fields influenced your strategy-making decisions in your current role?
In my current role, my experience in other fields has proven invaluable in shaping my decision-making strategy. I draw on lessons learned from past experiences to make more informed and well-rounded decisions. This broader perspective enables me to consider different approaches and adapt to various situations effectively.
How do you make sure that the investments you make for media planning are sustainable and help in achieving marketing objectives?
I always believe that media investments are not just about spending money but about achieving specific outcomes that support the overall marketing objective. Data is the key to success. I always make sure that investments are planned based on data and analytics, considering the campaign objectives—awareness, consideration, lead generation—and allocating budgets accordingly. We always focus on cost-effective solutions for clients and ensure ethical practices in advertising.
What are your thoughts on the rise of digital media? Do you think it diminishes or undermines the value that traditional media brings?
The rise of digital media has certainly transformed the media landscape, providing great accessibility, immediacy, and interactivity, but it also raises concerns over credibility. Traditional media still holds value in terms of rigorous journalism, making it one of the most credible sources. Lately, traditional media has been very innovative, keeping up with trends and technologies. The usage of QR codes and AI are recent examples that brands have incorporated through traditional media as well. So, I would say it is not about diminishing the other but rather complementing each other in an evolving media ecosystem.
What is the most memorable campaign you have carried out and what strategies did you deploy to ascertain that it was successful?
We have executed several good and successful campaigns over the years, and one notable example is “Maruti Suzuki’s #driven by safety.” The key objective was to educate and remind consumers of road safety rules that are conveniently forgotten while driving, while also highlighting Maruti’s safety features in cars. We took an interesting but thought-provoking route, leveraging high-frequency exposure along with the use of celebrities to viralize the message. Additionally, we ran testimonials to build credibility. The results were amazing, and we garnered approximately 46 million reach through radio and social media.
How do you think the expansion of metaverse, AI, 5G technology, and other technological growth in India would revolutionize the advertising landscape?
It is revolutionizing the advertising landscape in many ways. AI can analyze user data and behavior, which is helpful in personalized advertising experiences and also helps advertisers gain deeper insights into customer preferences, enabling more targeted campaigns. 5G enables low-latency interactions and real-time engagement between brands and users in the metaverse, enhancing effectiveness. All of these factors are providing an interactive advertising experience and potentially increasing conversions.
Can you tell us about the research methodologies Dentsu X undertakes to ensure that the media plans align with the marketing campaigns? Which of them is the most effective?
It’s always a point of pride to highlight that Dentsu boasts a range of tools dedicated to understanding consumption habits and audience passion points, and intricately profiling audiences in a manner that is both robust and future-proof. This capability empowers us to plan with precision, adopting a truly targeted and strategic approach. Notable tools include:
CCS: Capturing demographics, psychographics, brand behavior, and touchpoints.
CCS Planner: Leveraging media optimization tools based on business KPIs, integrating the consumer decision journey within the category, and assessing the influence of media touchpoints.
Dentsu Marketing Cloud: Generating real-time insights into consumer behavior in the digital realm.
Dentsu Intelligent Dashboard: An automated intelligent dashboard that comprehensively tracks both our own and competitive activities across various mediums.
Scenario Planner: Facilitating media optimization based on business KPIs, supported by extensive Marketing Mix modeling.
Each tool holds its unique importance and relevance, contributing to our ability to tailor strategies effectively based on specific marketing objectives.
What advice would you give to the upcoming young professionals who are seeking to enter the advertising field?
Always be ready to learn, experiment, and adapt yourself to the changing environment. Keep up with industry trends, emerging technologies, and changing consumer behavior. Last but not least, strengthen your professional network.
Dentsu Pioneers Audience Acquisition with VideoAmp Partnership
In an industry-first activation, Dentsu and VideoAmp have given their US media agencies the ability to seamlessly guarantee crucial audience acquisition across seven key media portfolios. As the first agency, Dentsu has intentionally purchased audiences on VideoAmp Currency that are assured across publishers like A+E Networks, FOX Corp, Hallmark Media, NBCUniversal, Paramount, and Warner Bros. Discovery. Utilizing Dentsu’s platform, advertisers will be able to create audience-reaching strategies as well as assurances of reach and frequency. The objective is to incorporate Dentsu’s exclusive audience datasets into a new market asset that might be traded. In light of its customized audience profiles, Dentsu will be able to plan and allocate linear TV advertising buys.
Dentsu’s Data-Enabled Linear TV Activation
Clients can now transact and guarantee on the same advanced audiences generated within Dentsu’s Merkury ecosystem that they now plan and optimize against, across seven major publishers, through Dentsu’s Data Enabled Linear TV Activation (DELTA) platform, powered by VideoAmp’s leading large dataset. With clients already using this new activation, advertisers can now improve results and increase return on investment. DELTA uses VideoAmp to provide advertisers with a streamlined planning and measuring solution. Insights and data on currency grades are also accessible. As a result, premium publishers can more effectively reach an advertiser’s intended demographic and optimize media spend. Although DELTA and DELTA+ are intended to use Dentsu’s exclusive audience data, the company can also use a client’s first-party audience data or data from other third parties if that is what the client prefers.
Image credit- MediaPost
Read More: Shopify Audiences Expands Ad Targeting Capabilities with New Integrations
Dentsu – VideoAmp’s guaranteed audience acquisition
Dentsu and VideoAmp have collaborated since 2021. To test audience measurement technology on Paramount Global properties, the two collaborated. As the market transitions to more data-driven linear TV buys, DELTA and VideoAmp have been leading the way. It is also Dentsu’s DELTA team’s most recent statement as it works to lead the industry in mapping alternative currencies to sophisticated audiences. In recent years, advertisers, TV networks, and media companies have struggled to account for customers who are increasingly dispersed across a variety of media outlets. Because many prominent marketers demanded an unbiased third party to count customers drawn to a certain media property, Nielsen has ruled for decades. However, TV firms have criticized Nielsen’s haste in coming up with a new solution, even as viewers of linear TV switch to broadband streaming.
Here’s what they said
Brad Stockton, SVP, of Video Innovation, Dentsu Media US said,
As we look to the future of seamless video investment for our clients, this innovative advancement represents a positive shift in the marketplace, enabling advertisers to more effectively reach more valuable audiences in premium placements. This is our latest effort to drive adoption of alternative currencies as we seek to build out a unified investment approach rooted in the same source of truth through DELTA.
Ross McCray, Founder & CEO of VideoAmp added,
The growth that we’ve been able to achieve since we first engaged with dentsu on currency in 2021 is incredible. Moving past testing to this kind of scale is a testament to the DELTA team and their commitment to providing clients with the benefits of using an advanced currency. This is just the start and we look forward to collectively helping advertisers make their media investments work harder and smarter to achieve the business outcomes that matter most to them.
Marybeth Strobel, Executive Vice President, Ad Sales at Warner Bros. Discovery commented,
This latest advancement between dentsu and VideoAmp marks an exciting step forward for our industry in enabling advertisers to transact against advanced audiences at scale, an approach we fully embrace at Warner Bros. Discovery. By leveraging these innovative solutions in audience-based buying, advertisers can better leverage Warner Bros. Discovery’s suite of premium IP, brands, franchises and coveted audiences and ensure the impact of their investment is more fully captured.
Read More: Paramount to Utilize iSpot As Currency Measurements for TV Ads
Dentsu-Microsoft Forge AI Powered Alliance for Agency Brands
Artificial intelligence is overtaking the world. Every industry is rushing to incorporate AI powered tools into its business models, especially the global advertising industry. A collaborative agreement between Dentsu and Microsoft has been announced in yet another case. By creating consumer-ready solutions, Dentsu’s staff will be able to increase client productivity and expansion by utilizing Azure OpenAI technology.
What’s in it for Dentsu?
The agreement will also be guarantee employee access to a secure, enterprise-level development ecosystem , which is an expansion of the already-existing relationship. The partnership between Dentsu and Microsoft aims to give staff access to cutting-edge tools so they can create prototypes more rapidly and effectively. The centralized organizational structure of Azure OpenAI eases the workload on the business and product groups while fostering rapid client development.
AI Connective is diversified online network dedicated to knowledge exchange among all agency brands. Azure OpenAI technologies are accessible globally via this tool. Dentsu’s current systems and databases incorporate the artificial intelligence frameworks as a crucial part of its overall strategy. Additionally, it reduces security concerns while promoting client-centered growth. The fruits of the result have already been borne with the development of two upcoming CXM solutions- Merkle GenCX and AI-playground LATAM
Merkle GenCX uses the potential of generative AI to provide an unforgettable client experience. Regarding LATAM, it offers tailored solutions that integrate audience databases with cutting-edge technologies. Customers benefit from the tool’s increased daily effectiveness and operational dexterity.
Here’s what they said!
According to Simon Crawshaw, Worldwide Lead for Media and Entertainment, Microsoft, both Microsoft and Dentsu share the vision to work towards a responsible AI. This is followed by Azure AI and Co-Pilot’s ability to drive creativity and productivity. He stated,
We are working closely with dentsu to enable AI to drive business and technological outcomes that will fuel a symphony of ideas, orchestrate captivating narratives, elevating brands and campaigns, and provide a powerful platform for their clients.
Dominic Shine, Group Chief Information Officer for Dentsu commented,
By extending our deep partnership with Microsoft and rolling out Azure OpenAI infrastructure, we’re making AI resources accessible to all dentsu employees within a framework defined on ethical and responsible AI principles.
The Dentsu-Microsoft partnership reflects the former’s dedication to employees’ access to the latest AI platforms. Their main goal is to give their staff the tools they need to take advantage of evolving technologies. AI-powered innovation and brand success have never been greater owing to this collaboration between Dentsu and Microsoft. This collaboration should produce outstanding brand experiences and enable the digital workforce.
Read More: Google and Omnicom Collaborate to Enhance Advertising with Generative AI
